SUSTAINABLE CONSUMER BEHAVIOR: THE INFLUENCE OF HABIT ON RELATIONAL BENEFITS AND BEHAVIORAL INTENTIONS IN PERSONAL SERVICE BUSINESSES

Purpose- A crucial element of relationship marketing has always been the behavioral intention. However, in a personal service business, the way that habitual behavior moderates the relationship between relational benefits and intention to revisit has received little to no serious attention. The current study attempts to examine the moderating influence of habitual behaviour in the relationship between the dimensions of relational benefits and customer revisit intention in the beauty sector. Methodology- Utilizing judgmental sampling technique, data was collected from 482 beauty salon customers in Cyprus. Using multiple regression analysis, moderated regression analysis, and subgroup analysis, the associations between constructs were tested. Findings- The findings of this study indicate that all dimensions of rational benefits have a positive significant effect on the revisit intention. Furthermore, the outcomes reveal that habit positively influences the effect of relational benefits dimensions on the intention to revisit. Conclusion- It can be concluded from outcomes of this study that, relational benefits is a source of the continuance intention and habit as a strong factor, sustain a relationship that is built based on satisfactory relational benefits between customers and service providers. Despite several limitations, the findings of this study theoretically and empirically contribute to the literature of relationship marketing ans customer behavior. In addition, the managerial implications and recommendations of this paper expand the views of practitioners and researchers in personal service businesses for future focus. Keywords: relational benefits revisit intention, habitual behaviour, beauty industry, personal service business, business sustainability. JEL Codes: M30, M12, D83